Socius, 10 (2024) (w/Ambreen Ben-Shmuel & Vanessa Drach)
—–
As financial advice migrates online, “finfluencers” are democratizing access to financial knowledge, challenging the historically male-dominated advisory landscape. This mixed-methods study explores how gender shapes the creation and consumption of finfluencer content. Qualitative analysis reveals gendered advice patterns: Men emphasize quantitative aspects, whereas women incorporate narratives and personal stories. Experimental surveys uncover subconscious same-gender preferences in advice receptivity, contrasting with stated desires for gender-neutral guidance. These implicit affinities persist even when advice content is anonymized…
Economic Sociologist